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May 2007 (Revised March 2010)
Case

Maria Sharapova: Marketing a Champion (A)

By: Anita Elberse and Margarita Golod

In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details

Keywords: Marketing Strategy; Advertising; Gender; Product Marketing; Sports Industry

Article

Stakeholder Marketing 2.0

As more companies pursue "open innovation" and adopt social networking and Web 2.0 tools, there is an emerging opportunity for them to connect with a diverse body of stakeholders and incorporate their interests and ideas. However, this also introduces many new... View Details

Keywords: Social and Collaborative Networks; Business and Stakeholder Relations

25 Oct 2010
HBS Case

Tesco’s Stumble into the US Market

Tesco PLC is the third-largest retailer in the world, just behind Wal-Mart and Carrefour. But that didn't make the UK-based chain immune from many costly mistakes as it entered the US market in 2006. For example, it opened some of its... View Details

Keywords: by Sean Silverthorne; Retail

May 2024
Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

By: Jill Avery

The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details

Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States

Research Summary

Multinational Firms, Labor Market Discrimination, and the Capture of Competitive Advantage by Exploiting the Social Divide

The organizational theory of the multinational firms holds that foreignness is a liability, and specifically that lack of embeddedness in host-country social networks is a source of competitive disadvantage; meanwhile the literature on labor market discrimination... View Details

Keywords: Multinational Firm; Multinationals; Labor Market Discrimination

October 2007
Article

The Art of Designing Markets

By: Alvin E. Roth

Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by... View Details

Keywords: Market Design; Market Participation; Market Transactions; Information Technology; Internet and the Web

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Article

A Theories-in-Use Approach to Building Marketing Theory

By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research... View Details

Keywords: Building Theory; Grounded Theory; Theories-in-use; Theory Construction; Theory Development; Marketing; Knowledge; Theory

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December 2018 (Revised October 2019)
Case

Barteca: The Challenge and Opportunity of Private Equity

By: Lena G. Goldberg and Michael S. Kaufman

Andy Pforzheimer and Sasa Mahr-Batuz, co-founders of a highly successful seven-location restaurant brand, had just opened the first location of a new brand. They had mapped out future expansion for both brands but wondered if, rather than lining up an assortment of... View Details

Keywords: Restaurants; Brands and Branding; Expansion; Private Equity; Strategy; Decision Making

May 2009 (Revised January 2011)
Case

Enel: Power, Russia, and Global Markets

By: Rawi E. Abdelal, Richard H.K. Vietor and Sogomon Tarontsi

Although the global trend toward liberalization of electric utilities forced Enel, the largest power company in Italy, to give up some of its assets in its home base, it also opened up many opportunities abroad, including in Russia, one of the largest electricity... View Details

Keywords: Mergers and Acquisitions; Energy Generation; Foreign Direct Investment; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business and Government Relations; Utilities Industry; Russia; Italy

13 Jan 2012
Working Paper Summaries

Intermediaries for the IP Market

Keywords: by Andrei Hagiu & David Yoffie

12 Nov 2008
Research & Ideas

The Marketing of a President

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. When the... View Details

Keywords: by John Quelch

February 2001 (Revised February 2002)
Case

Estee Lauder and the Market for Prestige Cosmetics

By: Nancy F. Koehn

Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder's initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular... View Details

Keywords: Fluctuation; Organizational Change and Adaptation; Market Entry and Exit; Entrepreneurship; Luxury; Business Strategy; Society; Beauty and Cosmetics Industry; United States

December 1994 (Revised March 1996)
Case

Ciba Consumer Pharmaceuticals' Acutrim: Challenges and Opportunities in Today's Diet Industry

By: Nancy F. Koehn and Rebecca Voorheis

Since its introduction in 1983, Acutrim has been a major player in the U.S. appetite suppressant market and in the broader diet industry. This case focuses on the strategic, regulatory, marketing, and financial challenges this product and the rapidly changing diet... View Details

Keywords: Product Marketing; Market Design; Industry Structures; Public Ownership; Problems and Challenges; Opportunities; Food and Beverage Industry; Pharmaceutical Industry; United States

August 1995
Background Note

Managing in an Information Age: IT Challenges and Opportunities

By: Lynda M. Applegate

The co-evolution of technology, work, and the workforce over the past 30 years has dramatically influenced our concept of organizations and the industries within which they compete. No longer simply a tool to support "back-office" transactions, IT has become a... View Details

Keywords: Information Technology; Information Management; Restructuring; Technological Innovation; Corporate Strategy; Organizational Design; Organizational Change and Adaptation; Information Technology Industry

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August 2001
Case

Chrysalis Capital: Venture Capital in an Emerging Market

Examines the founding and early development of an Indian venture capital firm. Focuses on the opportunity in the Indian high-technology sector, how the founders have adapted the U.S. venture capital model to an emerging market context, and the organizational challenges... View Details

Keywords: Venture Capital; Emerging Markets; Technology Industry; India

03 Feb 2003
Research & Ideas

Homeland Security: A Ready-made Market

September 11 and the establishment of a Department for Homeland Security (along with a budget of nearly $38 billion for FY 2003) have created immediate opportunities and challenges for the industry, according to HBS associate professor... View Details

Keywords: by Julia Hanna; Service

2015
Discussion Paper

The Roles of Import Competition and Export Opportunities for Technical Change

By: Claudia Steinwender

A variety of empirical and theoretical trade papers have suggested and documented a positive impact of trade on the productivity of firms. However, there is less consensus about the underlying mechanism at work. While trade papers focus on access to export markets,... View Details

Keywords: Performance Productivity; Trade